PUMA has a history with the Rider series dating back to the 1970s, and for 2021 PUMA is debuting the PUMA Wild Rider Rollin‘ which takes inspiration from their storied past and blends it with the present.
Renowned DJ Mick, known for his mixtapes with Jay-Z and DJ Jazzy Jeff, is featured in the campaign along with his son Myles. Their shoes are shown as replicas of each other but in different sizes, emphasizing the same connections each generation makes through music, culture, and of course, sneakers. As this generation gets older and younger people become the driving forces in popular culture, there is a symbolic relationship that is born from merging the past with the future.
A nod to the PUMA Easy Rider II, the Wild Rider Rollin’ brings the raw materials of the past and weaves them with a modern shape and technology. The sneaker utilizes nylon on the upper with suede used on the overlays, most notably the Formstrip that starts on the lateral side and wraps the heel as a pulltab and finishes off on the medial side. PUMA Cat branding is seen on the tongue patch and heeltab, with “Designed by Puma” debossed on the heel overlay. The concave circles on the midsole and contrasting outriggers are more design tributes of past Rider silhouettes, once again merging history with the present.
The design is inspired by the culture of movement highlighted through young people: moving to different locations as they explore what the world has to offer, and making moves as they carve out their personal and professional lives. Made for those who are young and always on the move, the Wild Rider Rollin’ represents the never-ending motion of city life and the constant movement of youth culture.
The PUMA Wild Rider Rollin’ is available now on Puma.com and in-store at Puma locations in family sizing with pricing ranging from $65-$100. Check out the editorial photos featuring DJ Mick and his son Myles below.
PUMA Wild Rider Rollin’
Release Date:Available now